I will never forget a story I heard a few years ago that completely redefined my understanding of customer service. It was about a receptionist at a Mahindra Holidays resort in Coorg, Karnataka.
He received a call from a guest who was stuck in traffic, worried that his family would miss the lunch service at the resort. The receptionist, of course, assured the guest they would set food aside for them. That would have been good service. But that is not where the story ends.
The receptionist could not stop thinking about the hungry children waiting in that car. So, when his shift ended, he did something remarkable. He packed four lunch boxes, got on his personal motorcycle, and rode through crowded side streets for over a kilometer to find the family’s car. He found them, handed over the meals, and simply said, “Your children must be very hungry!”.
That simple act was not about providing a meal. It was about delivering a feeling. It was a moment that went far beyond a transaction and created an unforgettable human connection. This story has stuck with me because it is a perfect illustration of the difference between good service and truly exceptional service. It shows us that going the extra mile is not about grand, expensive gestures. It is about a mindset rooted in genuine care.
What is Exceptional Service (And Why ‘Good’ Is No Longer Good Enough)
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In today’s competitive world, “good” customer service is simply the price of entry. Answering the phone politely, responding to emails, and solving problems as they arise is the baseline. It is what customers expect.
Exceptional service, however, is what they remember.
It is the art of exceeding expectations. It is proactive, not reactive. It is personalized, not generic. It is the practice of anticipating a customer’s needs, often before they even realize them, and creating an experience that is both memorable and emotionally resonant. While good service solves a problem, exceptional service builds a relationship. It is the single most powerful way to build unshakable brand loyalty and turn customers into advocates.
Also read: Inspiring Examples of Customer Service Excellence Across Industries
The 5 Core Principles of Exceptional Service
That Mahindra receptionist did not follow a script. He operated from a set of principles. After seeing this pattern in countless stories of legendary service, from global brands to local shops, I have found that it almost always boils down to five core principles. Understanding these is the key to building a culture where going the extra mile becomes the norm, not the exception.
1. Proactive Thinking: Anticipating the Unspoken Need
This is the ability to look ahead and solve problems before they happen. It is about listening not just to what the customer is saying, but also to what they are not saying. It requires a shift from a reactive “problem-solution” model to a proactive “experience-enhancement” mindset.
A classic example is the Ritz-Carlton. Their employees are famously empowered with a discretionary budget to solve guest issues on the spot. But their legendary service comes from using it proactively. If a staff member overhears a guest mentioning they have a cold, they are empowered to send hot tea and soup to their room without being asked. They are not just solving a problem; they are anticipating a need for comfort and care. This demonstrates that the organization trusts its people to think ahead of the customer, creating moments of unexpected delight.
2. Genuine Empathy: Connecting with the Human
Empathy is the foundation upon which all exceptional service is built. It is the ability to sincerely understand and share the feelings of another person. It is not about sympathy or feeling sorry for someone; it is about putting yourself in their shoes and seeing the world from their perspective.
Zappos, the online shoe retailer, built its entire brand on this principle. Their customer service representatives are not measured by call times. In fact, the company’s longest customer service call was famously over 10 hours long. They are encouraged to connect with customers on a human level. A representative might spend an hour on the phone helping a customer who has recently lost a loved one, discussing everything from life to the comfort of a new pair of shoes. This is what Howard Schultz meant when he said Starbucks was “in the people business serving coffee”. It is about recognizing that behind every transaction, there is a person with their own stories, challenges, and emotions.
Also read: Why is Compassion Important for a Leader?
3. Personalization: Making the Customer Feel Seen
In a world of automation and algorithms, personalization is a powerful differentiator. It is the practice of making a customer feel like an individual, not a ticket number. It shows that you are paying attention and that you value their business beyond a single transaction.
This does not have to be complex. It can be as simple as a barista at your local coffee shop remembering your name and your usual order. Or it could be a hotel leaving a small, locally sourced welcome gift in your room after you mentioned your interest in local culture during booking. These small, thoughtful gestures communicate a powerful message: “We see you. We know you. We value you.”. They transform a generic service interaction into a personal and memorable experience.
4. Taking Ownership: Seeing It Through to the End
One of the most frustrating experiences for a customer is being passed from one department to another, having to repeat their story over and over. Taking ownership means that the first person who receives a problem is responsible for ensuring it gets solved, even if they have to involve others. It is a commitment to being the customer’s single point of contact and advocate until the issue is fully resolved.
This principle requires employee empowerment. When your team members feel trusted and have the authority to make decisions, they are more likely to take initiative. They stop thinking “that is not my job” and start thinking “how can I solve this for our customer?”. This not only creates a better customer experience but also fosters a more engaged and responsible workforce.
Also read: Why Ownership Matters (Part 1)
5. Creating a “Wow” Moment: The Art of the Unexpected
A “wow” moment is that unexpected, positive surprise that exceeds all expectations. It is the story the customer tells their friends and family for years to come. The Mahindra receptionist created a powerful “wow” moment.
Another legendary example comes from Morton’s The Steakhouse. A regular customer, about to board a flight, jokingly tweeted at the restaurant that he wished they could meet him at the airport with a steak when he landed. To his complete shock, a Morton’s employee, having seen the tweet, drove 23 miles to the airport with a full steak dinner and personally delivered it to him as he got off his plane. This was not in any manual. It was a moment of pure, unexpected delight that generated incredible goodwill and became a part of customer service folklore.
How to Build a Culture of Exceptional Service
These principles cannot live in a mission statement. They must be embedded in the daily actions and culture of your organization. For leaders and L&D professionals, the goal is to create an environment where these behaviors can thrive.
- Empower Your Front Line: Give your team the training, tools, and most importantly, the autonomy to make decisions in the customer’s best interest. A culture of ownership starts with a culture of trust.
- Train for Principles, Not Just Scripts: Scripts have their place, but they can also create robotic interactions. Focus your training on the “why” behind great service. Teach empathy, active listening, and creative problem solving. Role play difficult scenarios and empower your team to find solutions that align with your service principles.
- Hire for Heart: You can teach someone a process, but it is much harder to teach them to care. During the hiring process, look for candidates who demonstrate natural empathy, a positive attitude, and a genuine desire to help others.
- Celebrate and Share Service Stories: Create a formal system for sharing stories of exceptional service within your organization. When an employee goes the extra mile, celebrate their story publicly. This not only recognizes the individual but also reinforces the desired behaviors for the entire team.
The Business of Going the Extra Mile
Let’s be clear: focusing on exceptional service is not just a feel good initiative. It is a powerful business strategy.
- It Drives Customer Loyalty: Happy customers come back. But customers who feel cared for become loyal advocates who will choose your brand even when a competitor is cheaper or more convenient.
- It Creates Word of Mouth Marketing: People are far more likely to share stories of exceptional service than they are to talk about a product feature. Every “wow” moment is a potential marketing campaign.
- It Increases Employee Engagement: People want to be proud of where they work. When employees are empowered to make a positive impact on others, their job satisfaction and engagement soar.
The Takeaway: It Starts with a Choice
The receptionist from Mahindra Holidays reminds us that extraordinary service does not require extraordinary resources. It requires heart, intention, and a willingness to see the human being on the other side of the interaction. As Maya Angelou famously said, people will forget what you did, but they “will never forget how you made them feel.”.
For anyone in a position to influence workplace culture, our greatest challenge is to shift the organizational mindset from transactional to relational. The takeaway is this: exceptional service is a choice. It is a choice we make in every interaction, a culture we build with every decision, and a skill we can develop in every team member. It is the choice to care deeply and act purposefully, one person at a time.
At FocusU, we believe that the most successful organizations are built on a foundation of strong human skills. If you are ready to empower your teams to go the extra mile and build a culture of service excellence, explore our customized learning journeys and solutions.
